Europe | WARC

How brands can resolve the personalisation conundrum

Article • Benoit Cacheux, WARC Exclusive, December 2019

Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.

The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness

Research Paper • Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 440-454

Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.

Marketers still have further to go on best use of data

News • 02 December 2019

Marketers have made considerable progress to become more data-driven, yet there remain numerous barriers preventing them from getting the most out of data, a new survey has revealed.

GSK: Targeting persistent pain sufferers

Case Study • MRS Awards, Finalist, MRS Award for New Consumer Insights, 2019

GlaxoSmithKline (GSK), a pharmaceutical company, used deep ethnographic research to uncover what it is like to live with persistent pain, increasing empathy among clinical and market research professionals in the UK and Germany.

ARMEDANGELS: Detox Denim – How We Made Wellness The Key To a Sustainable Fashion Future

Case Study • Account Planning Group - (UK), Entrant, 2019

ARMEDANGELS, a fashion label, re-framed the entire topic of sustainability in fashion in Germany causing an explosion in awareness for the brand.

The power of branded podcasts

News • 26 September 2019

Brand mentions in a podcast deliver higher engagement and achieve cut-through even with ad avoiders, according to new research from the BBC and Neuro-Insight.

ProSiebenSat.1's Joyn defends ad-funded content model

News • 13 September 2019

Media brands have become too fixated on subscription models, according to the head of Germany’s ProSiebenSat.1, but he still plans on launching a subscription version of the company’s new Joyn app.

Analyzing the click path of affiliate-marketing campaigns: Interacting effects of affiliates’ design parameters with merchants’ search-engine advertising

Research Paper • Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 342-356

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Air China: Land Your Dream

Case Study • Mary Xia, Yoki Bai, Alex Cai, WARC Prize for Asian Strategy, Entrant, 2019

Air China, the prominent Chinese airline, launched a global media campaign to re-enforce its brand image at home and promote brand awareness in foreign markets.

Social media and the disruption of democracy: The marketer’s dilemma

Research Paper • Jennifer Roberton and Matt Browne, ESOMAR, Congress, 2019

Explores the links between social networks and democracy in the UK, France and Germany to figure out how people get informed and what news they trust.

How to segment e-commerce shoppers

News • 09 August 2019

Segmenting consumers based on their attitudes rather than values may be a more effective way of understanding e-commerce shoppers, according to a study published in the Journal of Advertising Research (JAR).

Why Video Advertising Works and How it Works

Research Paper • Guido Modenbach and Gerald Neumueller, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

SevenOne Media, the audio-visual and digital marketer, measured the attentional and emotional condition of recipients in Germany while they watch editorial content and advertising on different video platforms in their homes.

Brand Purpose and Cinema

Research Paper • Doug Pulick, Sarah Barasch, Jennifer Friedlander and Fiona Blades, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.

Travel brands can tap 'bleisure' market

News • 29 July 2019

It’s an unlovely portmanteau, but ‘bleisure’ – the practice of combining business travel and leisure travel into one trip – is growing significantly, according to Expedia.

Great food and smooth transport key to ‘bleisure’ traveller hearts: Expedia

Article • Low Lai Chow, Event Reports, Mumbrella Asia Travel Marketing Summit, May 2019

The rise of ‘bleisure’ – the combination of business and leisure travel – is a “massive opportunity” for marketers, says Gianluca Armando, APAC director of Group Media Solutions at Expedia.

McDonald’s: Ice Cream History In the Making